client. Del Monte - Escapes fruit cups
brief. 360° launch campaign | Digital | Social | OOH | OLV | eComm | In-store
role. Senior art director

​

The brief said attract younger shoppers without losing the loyal base. The health angle was too crowded — every snack brand was already there.
 

What we found instead was something smaller and more honest: busy people aren't not only looking for health, they're looking for a ten-second reset. So we made the product a portal. Every pack a holiday in miniature — ocean light, warm air, the feeling of being somewhere else for a moment. The real craft challenge was holding that feeling consistently from a 6-second pre-roll to an ecomm tile to an OOH poster, without it going generic. That's the discipline in a full 360 brief — not the idea, but keeping the idea's temperature across every format it has to live in.
 

A new product with a clear emotional territory — and creative that performed across every channel simultaneously.